The campaign ran in two stages, each with a different but related call to action. The first was December 2018-April 2019 to facilitate young voters to tweet questions to candidates running for the general election. There were 5,858 tweets generated and those tweets came from the people beyond the activist community.
The second and last one ran over August-October 2019 to accumulate signatures for a petition asking the president-elect to look after the forests so that Indonesia would not lose its position as the third-largest rainforest area in the world. Exactly 49,873 people signed the petition.
The second phase of the campaign outperformed the first in terms of output (follower growth, number of participations, and content engagement rate) and efficiency (cost per participation). Nevertheless, if we are committed to converting indifferent urban youth into forest-concerned citizens, we must be more mindful in setting and sticking with campaign indicators that correspond to our long-term goals of changing attitudes and behavior.Watch video documentation